Vodafone Raining Watches Time

Vodafone UK is promoting its mobile internet services with “Raining Time”, a TV advert featuring the voice of Dame Judi Dench. The ad begins with silence. A young man waits in a bus stop, looking out over a bay backed by rain clouds, losing time. A clarinet ‘beep’ signals the arrival of the first drop falling on the man’s sneaker. The pace gradually builds. A man stuck in a traffic jam, a man waiting on a football field, a woman filling in time at a train station: each experiences the tingle of single droplets. But these are no ordinary drops of rain. As the drops turn to a shower and then to a downpour, we realise that it’s raining time. Clockwork parts and whole watches are falling from the sky.

Dame Judi Dench gives the voiceover: “You might say it’s like striking oil in your garden or finding gold in the loft. Except this commodity can’t be bought or sold and we’ve all just become rich in it. From now on we all have more time. Because with Vodafone the internet is truly mobile. So you can make use of every minute of every day. The internet is now mobile. Vodafone. Make the most of now.”

The ad finishes with a concrete truck driving through the streets, leaving tyre marks as if after a shower of hail or snow.

The campaign was launched with with a roadblock simultaneous airing of a 90′ spot across 200 TV channels coupled with a series of major digital bespoke executions with partners including eBay, Google, Price Runner, MSN, Rightmove and YouTube.

Vodafone Raining Watches Credits

The Vodafone Raining Watches ad was developed at BBH, London, by creative director Nick Mahoney, creatives Simon Veksner and Nick Allsop, and agency producer Davud Karbassioun.

Filming was directed by Simon Ratigan at HLA, London, with producer Mike Wells.

Editor was Adam Spivey at Speade, London.

Post production at The Mill, London, was done by post supervisor/Lead Flame Jay Bandlish, post supervisor/producer Miles Petit, producer Darren O’Kelly, colorist Seamus O’Kane, shake artist Murray Barber, Flame Assist Leon Woods, 3D supervisor Mikko Martikainen, Matte painters Jimmy Kiddell and Can Yigit Sanalan, CG artist Suraj Odedra, CG artist Francois Xavier and Pourre.

Lead flame Jay Bandlish and shake artist Murray Barber at The Mill had the challenge of making all the falling watch parts look like and feel like real rain. Many of the watch parts were shot in camera, but in many of the shots 3D rain plates or matte paintings of watch pieces were created by the team at The Mill. For the end shot of the car driving up the wide street, Jimmy Kiddell at the Mill created a matte painting of golden watch parts. Time was also spent on the back, mid and foreground shots to create realistic depth and perspective.

Audio post production was done at Wave Studios, London. Media planner was Brian Cheung at OMD.

The music used in the Vodafone Raining Time is “Little April Shower”, from Disney’s Bambi 2 Original Soundtrack.

Lyrics for April Shower

Drip, drip, drop
Little April shower
Beating a tune
As you fall all around

Drip, drip, drop
Little April shower
What can compare
To your beautiful sound

Drip, drip, drop
When the sky is cloudy
Your pretty music
Can brighten the day

Drip, drip, drop
When the sun says howdy
You say goodbye right away

Drip, drip drop
Little April shower
Beating a tune
Ev’rywhere that you fall

Drip, drip drop
Little April shower
I’m getting wet
And I don’t care at all

Drip, drop, drip, drop
I’ll never be afraid
Of a good little
Gay little
April serenade